Gucci enters motorsports by becoming the Alpine F1 Team’s title sponsor

From team principal swaps and poaching to mid-season driver changes, a luxury fashion house entering motorsports was not on our list for this year’s Formula 1 bingo card. And this brand is none other than Gucci, which has bid to become the title sponsor of the Alpine Formula One Team.

This means that the iconic pink-and-blue livery that has graced the Alpine team for the past few seasons will no longer be there starting next season, as the pink accents were mainly from the BWT Water title sponsorship. Instead, the newly minted Gucci Racing Alpine Formula One Team will race in its black, gold, green, and red colors.

And for those wondering, this will not introduce any big shakeups in its core team, meaning that the drivers—Pierre Gasly and Franco Colapinto, its team principal and executive advisor, Flavio Briatore, will remain.

The team is currently optimistic with its on-track performance thanks to the new regulations, as they are also currently fifth in the standings, slotted in between Red Bull Racing and its junior team, the Racing Bulls, with 57 points as of writing. This is way better than its 2025 performance, where they finished last in the championship standings.

This also won’t be the only time that we’ll be seeing the Gucci Racing team and its colors, as Gucci’s President and CEO, Francesca Bellettini, says that “Gucci Racing is much more than a presence on the grid: it is an expression of who we are and where we want to take the brand, and there is much more to come.

As most title sponsorships go, this is usually a marketing exercise to raise awareness for a brand, and as far as visibility, Formula 1 is one of the best ways to do so, especially with its growing popularity and accessibility around the world, so you can expect more people to don the double-G brand in the coming years.

Photos from Alpine